Abstract
The study aims to identify specifics of the verb functioning in the Tatar language using material of advertising texts. Scientific novelty of the article lies in analysing morphological categories and semantic meanings of verbs that facilitate creation of pragmatic effect in the Tatar advertising. As a result, it was proved that the morphological category of mood possesses the highest pragmatic potential of having an impact. Imperativeness in advertising realises semantic meanings of command, advice and request. Subjunctive mood, expressed by lexical-grammatical means, enhances the function of reassuring that the right choice has been made, and the pragmatic potential of indicative mood reveals functionality of goods or services.
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